PUMA Middle East collaborates with Dystinct for ‘Never Not Suede’ drop

['Shantelle Nagarajan', 'The Author', 'Shantelle Nagarajan Is Campaign Middle East S Reporter Who Covers Marketing News Which Focuses On Fmcg', 'Real Estate', 'Brand Retail Industries. Her Features Delve Into Brand Strategy', 'Appointments', 'Trends In Consumer Behaviour', 'Cx. Shantelle Also Contributes To Social Media Coverage', 'Editorial Event Programming', 'Print Content Work. She Previously Worked In Pr'] Campaign Middle East 2026-07-29 13:43:06

For its latest regional campaign, PUMA Middle East has joined forces with Moroccan-Belgian singer-songwriter Dystinct to showcase the brand’s Suede collection. “This partnership marks an exciting first for PUMA Middle East as we collaborate with a regional artist who genuinely reflects what the Suede has stood for over the years,” said Jonathan Bannister, Head of Marketing at PUMA Middle East. This creative direction is rooted in how, since its debut in 1968, the Suede has moved through countless eras and cultural movements. View this post on Instagram A post shared by DYSTINCT (@dystinct1)Set against the track Yama by Dystinct, the spot takes viewers through three expressions of Dystinct’s identity, each joined by a different Suede colourway. The music world explores Dystinct’s artistry and creative process through music, reflecting the sounds, cultures and experiences that have shaped him as an artist.